ABSTRACT: This study analyzes the effect of content marketing and brand image on purchasing decisions,
with trust as an intervening or mediating variable. The subject of this research is a study of TikTok users who
use Grace and Glow Body Wash with a sample size of 152 respondents using a purposive sampling technique
based on the criteria of consumers who have purchased at least once. The analytical method used is Structural
Equation Modeling (SEM) which is processed using the AMOS program.
KEYWORDS: Content Marketing. Brand Image, Trust, Purchase Decision.
1) The document discusses a study that examines the role of social media marketing, customer relationships, brand loyalty, and electronic word-of-mouth (E-WOM) on purchase intentions.
2) The study developed hypotheses to test the relationships between these variables, such as whether social media marketing positively impacts customer relationships and purchase intentions, and whether customer relationships and brand loyalty positively impact E-WOM and purchase intentions.
3) The study aims to determine if social media marketing can foster customer relationships and brand loyalty while also generating positive E-WOM, with the goal of increasing purchase intentions. It tested relationships between these variables using a structural equation model.
The Impact of Brand Image on the Customer Retention: A Mediating Role of Cust...inventionjournals
In modern time, researchers and practitioners in the field of marketing has paid enormous attention to brand. Currently, the brand is no longer a competent tool in the managers’ hands. Brand is a strategic requisite which helps companies to make more value to customers and also to build up sustainable competitive advantages. Successful brands increase trust in products and intangible services, and customer will be able to better visualize and identify their services. Brand image is the awareness of the product or services for the customer through which the image of the organization is built. Customer satisfaction is also linked with it and positively related with each other which are considered the important tool for marketing strategy. This paper examines the influence of brand image on customer retention under the mediation effect of customer satisfaction.
The Influence of Sales Promotion and Brand Image toward the Purchasing Decisi...YogeshIJTSRD
The aim of this research is to know the influence of sales promotion and brand image to Shopee platform toward consumer purchasing decision by students in FISIP Slamet Riyadi Surakarta. The method uses survey. This research includes as quantitative explanative research. Research population is students of FISIP Slamet Riyadi Surakarta who buy products through Shopee. Technique sampling in nonprobability uses accidental sampling with 96 respondents. Technique of collecting data is questionnaire as primer data and files, documents as seconder data. Validity data test uses moment product test and reliability data test uses cronbach alpha test. Analysis technique uses multiple regressions analysis by doing classic assumption test. The result shows that, as simultanouesly, both of free variables influence purchasing decision, while, as individually, sales promotion does not give influence to purchasing decision as 0,848. Then, brand image gives significant influence to purchasing decision as 0,004. Nurnawati Hindra Hastuti | Andri Astuti Itasari "The Influence of Sales Promotion and Brand Image toward the Purchasing Decision in Shopee Platform" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-5 , August 2021, URL: https://www.ijtsrd.com/papers/ijtsrd43905.pdf Paper URL: https://www.ijtsrd.com/humanities-and-the-arts/social-science/43905/the-influence-of-sales-promotion-and-brand-image-toward-the-purchasing-decision-in-shopee-platform/nurnawati-hindra-hastuti
The Effect of Brand Equity on Consumer Buyer Decisions : A Case Study in Groc...AJHSSR Journal
ABSTRACT : The increasing competition leads product offering from other competitors are varied, hence
consumer loyalty is questionable. It is prominence to create distinguishable product so that leads loyalty to the
consumer, particularly in grocery product. This paper aims to test brand equity of a new brand which consist of
brand awareness, brand loyalty, brand association, and perceived quality on consumer purchase decisions. The
finding revealed strong relationship on perceived quality and brand association regarding strong cognizable
from the previous brand product in spite of low brand loyalty. The findings are more useful to practitioners in a
way to understand the way of consumer perception point of view.
KEYWORDS : Brand association, awareness, loyalty, perceived quality, purchase decisions
This document summarizes a research article about customer brand engagement during the COVID-19 pandemic in the field of communication technology. The research examines how customer involvement, self-brand image congruity, and brand familiarity influence customer brand engagement, relationship quality, and brand loyalty for popular mobile phone brands like iPhone and Samsung in Indonesia. The study found that customer involvement, self-brand image alignment, and brand familiarity positively impact customer brand engagement. Customer brand engagement was also found to mediate the relationship between these variables and relationship quality and brand loyalty.
An analysis of sustainable marketing and how is managed through social media ...luiseduardomedinazam
The research involved:
• Analysis of how sustainable companies use social media to promote engagement to consumers.
• Evaluation of how sustainable marketing practices are impacting the customer journey.
Key Opinion Leader, Online Consumer Reviews, and Online Group BuyingAJHSSR Journal
ABSTRACT: This study proposes to investigate the factors affecting consumers’ intention to purchase
group-buying products. From the literature review, we found that perceived usefulness of online customer
reviews (OCRs) and social psychosocial distance have impact to purchasing behaviors. Previous studies suggest
that electronic word-of-mouth (eWOM) plays a key role in purchase decision.Especially OCRs, a type of
eWOM, have become an important factor in influencing consumers’ shopping behavior.It was found that
consumers tend to refer to other people’s opinions to make shopping decisions. Due to the popularity of group
buying, this study aim to study how OCRs influence consumers’ decision.Group buying is one of the choices for
consumers.We postulate that those who feel closer to key opinion leaders (KOLs) will shorten their perception
of social psychosocial distance, which in turn will increase their willingness to join KOL-led group purchase
activities.
Keywords: Online Consumer Reviews, OCRs, Electronic Word-of-Mouth, eWOM, Social Psychosocial Distance
This document discusses a research study that examines the impact of brand image and corporate branding on consumer choice through the mediating role of brand equity.
The study develops an integrated conceptual framework to examine how brand image and corporate branding influence brand equity, and how brand equity then impacts consumer choice. It reviews literature on these variables and proposes relationships between them. Specifically, it hypothesizes that corporate branding has a positive impact on brand equity, while the impact of brand image on brand equity is unclear. It also hypothesizes that brand equity positively influences consumer choice.
The study was conducted in Saudi Arabia with 105 smartphone consumers. Path analysis found that corporate branding positively impacts brand equity, while brand image did not influence brand equity.
1) The document discusses a study that examines the role of social media marketing, customer relationships, brand loyalty, and electronic word-of-mouth (E-WOM) on purchase intentions.
2) The study developed hypotheses to test the relationships between these variables, such as whether social media marketing positively impacts customer relationships and purchase intentions, and whether customer relationships and brand loyalty positively impact E-WOM and purchase intentions.
3) The study aims to determine if social media marketing can foster customer relationships and brand loyalty while also generating positive E-WOM, with the goal of increasing purchase intentions. It tested relationships between these variables using a structural equation model.
The Impact of Brand Image on the Customer Retention: A Mediating Role of Cust...inventionjournals
In modern time, researchers and practitioners in the field of marketing has paid enormous attention to brand. Currently, the brand is no longer a competent tool in the managers’ hands. Brand is a strategic requisite which helps companies to make more value to customers and also to build up sustainable competitive advantages. Successful brands increase trust in products and intangible services, and customer will be able to better visualize and identify their services. Brand image is the awareness of the product or services for the customer through which the image of the organization is built. Customer satisfaction is also linked with it and positively related with each other which are considered the important tool for marketing strategy. This paper examines the influence of brand image on customer retention under the mediation effect of customer satisfaction.
The Influence of Sales Promotion and Brand Image toward the Purchasing Decisi...YogeshIJTSRD
The aim of this research is to know the influence of sales promotion and brand image to Shopee platform toward consumer purchasing decision by students in FISIP Slamet Riyadi Surakarta. The method uses survey. This research includes as quantitative explanative research. Research population is students of FISIP Slamet Riyadi Surakarta who buy products through Shopee. Technique sampling in nonprobability uses accidental sampling with 96 respondents. Technique of collecting data is questionnaire as primer data and files, documents as seconder data. Validity data test uses moment product test and reliability data test uses cronbach alpha test. Analysis technique uses multiple regressions analysis by doing classic assumption test. The result shows that, as simultanouesly, both of free variables influence purchasing decision, while, as individually, sales promotion does not give influence to purchasing decision as 0,848. Then, brand image gives significant influence to purchasing decision as 0,004. Nurnawati Hindra Hastuti | Andri Astuti Itasari "The Influence of Sales Promotion and Brand Image toward the Purchasing Decision in Shopee Platform" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-5 , August 2021, URL: https://www.ijtsrd.com/papers/ijtsrd43905.pdf Paper URL: https://www.ijtsrd.com/humanities-and-the-arts/social-science/43905/the-influence-of-sales-promotion-and-brand-image-toward-the-purchasing-decision-in-shopee-platform/nurnawati-hindra-hastuti
The Effect of Brand Equity on Consumer Buyer Decisions : A Case Study in Groc...AJHSSR Journal
ABSTRACT : The increasing competition leads product offering from other competitors are varied, hence
consumer loyalty is questionable. It is prominence to create distinguishable product so that leads loyalty to the
consumer, particularly in grocery product. This paper aims to test brand equity of a new brand which consist of
brand awareness, brand loyalty, brand association, and perceived quality on consumer purchase decisions. The
finding revealed strong relationship on perceived quality and brand association regarding strong cognizable
from the previous brand product in spite of low brand loyalty. The findings are more useful to practitioners in a
way to understand the way of consumer perception point of view.
KEYWORDS : Brand association, awareness, loyalty, perceived quality, purchase decisions
This document summarizes a research article about customer brand engagement during the COVID-19 pandemic in the field of communication technology. The research examines how customer involvement, self-brand image congruity, and brand familiarity influence customer brand engagement, relationship quality, and brand loyalty for popular mobile phone brands like iPhone and Samsung in Indonesia. The study found that customer involvement, self-brand image alignment, and brand familiarity positively impact customer brand engagement. Customer brand engagement was also found to mediate the relationship between these variables and relationship quality and brand loyalty.
An analysis of sustainable marketing and how is managed through social media ...luiseduardomedinazam
The research involved:
• Analysis of how sustainable companies use social media to promote engagement to consumers.
• Evaluation of how sustainable marketing practices are impacting the customer journey.
Key Opinion Leader, Online Consumer Reviews, and Online Group BuyingAJHSSR Journal
ABSTRACT: This study proposes to investigate the factors affecting consumers’ intention to purchase
group-buying products. From the literature review, we found that perceived usefulness of online customer
reviews (OCRs) and social psychosocial distance have impact to purchasing behaviors. Previous studies suggest
that electronic word-of-mouth (eWOM) plays a key role in purchase decision.Especially OCRs, a type of
eWOM, have become an important factor in influencing consumers’ shopping behavior.It was found that
consumers tend to refer to other people’s opinions to make shopping decisions. Due to the popularity of group
buying, this study aim to study how OCRs influence consumers’ decision.Group buying is one of the choices for
consumers.We postulate that those who feel closer to key opinion leaders (KOLs) will shorten their perception
of social psychosocial distance, which in turn will increase their willingness to join KOL-led group purchase
activities.
Keywords: Online Consumer Reviews, OCRs, Electronic Word-of-Mouth, eWOM, Social Psychosocial Distance
This document discusses a research study that examines the impact of brand image and corporate branding on consumer choice through the mediating role of brand equity.
The study develops an integrated conceptual framework to examine how brand image and corporate branding influence brand equity, and how brand equity then impacts consumer choice. It reviews literature on these variables and proposes relationships between them. Specifically, it hypothesizes that corporate branding has a positive impact on brand equity, while the impact of brand image on brand equity is unclear. It also hypothesizes that brand equity positively influences consumer choice.
The study was conducted in Saudi Arabia with 105 smartphone consumers. Path analysis found that corporate branding positively impacts brand equity, while brand image did not influence brand equity.
This document discusses the role of social media in public relations and its impact on brand involvement and commitment. It reviews literature that found social media significantly impacts public relations, how organizations engage with customers, and consumer purchasing behavior. The study aimed to analyze the relationship between social media, consumer behavior, and brand commitment in Pakistan. A questionnaire survey found most respondents agreed social media is an important channel for organizations to communicate, advertise, and build relationships with customers.
This document summarizes a research paper that examines how social media, brand awareness, brand image, and brand experience influence purchasing decisions during the COVID-19 pandemic through customer satisfaction and trust. The study found that purchasing decisions were most influenced by social media (27.34%), followed by brand image (16.81%), brand awareness (9.58%), and brand experience (9.07%). Customer satisfaction (8.68%) and trust (11.37%) also intervened in purchasing decisions. The research involved online participants in Indonesia and used questionnaires to measure the impact of these factors.
The study titled, “A Study On Brand Perception In Electronics Industry” focuses on the level of awareness and perception customers have about for a brand. For the purpose of the study, an electronics company „s customers were surveyed for a period of two months. The tools used for analysis are frequencies test, mean analysis, independent sample T – Test and ANOVA. At the end of the study, it was found that factors such as quality, warranty, brand image influenced customer‟s perception of the brand. Some findings about the customer demographics were also found
This document summarizes a study on the impact of online advertisements on consumer buying behavior. It begins with an introduction and outlines the objective, methodology, literature review and conclusion. It then discusses how online ads help create brand awareness and target large audiences cost effectively. Several studies cited found that online ads significantly increase consumer intentions and purchasing. The types of online ads are identified as direct mail, social media, videos and banners. The methodology involved reviewing secondary sources. Key findings were that online ads help build consumer trust and shape perceptions, positively impacting buying behavior. Attitude was identified as the most important factor affecting online purchase decisions.
The Impact of Social Media Marketing Activities on Consumer Purchase Intentio...ijtsrd
This document summarizes a research study that examined the impact of social media marketing activities on consumer purchase intention, specifically looking at Facebook live streaming. The study found that all social media marketing activity variables, including perceived trust, electronic word of mouth, entertainment, and interactivity, had a significant impact on purchase intention. Perceived trust was found to be the best predictor of purchase intention, followed by electronic word of mouth, entertainment, and interactivity. The findings suggest that while live streaming provides engagement through entertainment and interactivity, trust and word-of-mouth are the top influencing factors for consumer purchase intention.
Literature Review: A Comprehensive Exploration of Key ThemesDolehKhan
Description: Delve into this literature review document, where critical themes are meticulously examined and synthesized. This comprehensive resource provides a thorough overview of existing research, offering insights and perspectives that contribute to a deeper understanding of the subject matter.
To cater to consumers’ lifestyles and generate more demand, brand retailers often use idols to
promote products. This paper empirically studies the trust mechanism of opinion leaders in word-of-mouth
marketing. The result shows that based on previous trust, the internal and external trust can both influence the
emotional and cognitive trust. Our study implies opinion leaders to build trust in emotional and cognitive
DMA Final Updated - DC SlideShare Version.docxDanaCatapano1
The document discusses trends in user generated content (UGC) and its impact on business. It provides examples of how clothing companies and cosmetic brands like Target and Lush utilize UGC by encouraging customers to post photos on social media tagged with the brand. The document also discusses how UGC can increase engagement, awareness and conversions. While UGC provides marketing benefits, it also has some risks if not managed properly. Overall, the use of authentic UGC is expected to continue growing as a marketing technique.
The Impact of Packaging Design to Purchase Behavior through Brand Trustinventionjournals
This study was conducted to identify the importance of packaging design in influencing the purchasing behavior at the same time identifying the mediating role of trust in the brand packaging design relationship with purchasing behavior. This study uses a survey approach to data collection and use of data analysis techniques Covariance-Based Structural Equation Modelling (CBSEM). This study was conducted on 100 housewives spread in Sidoarjo, Krian and Surabaya. This study proves that packaging design has positive and significant influence on purchasing behavior and brand trust and prove that trust the brand also has a positive and significant impact on buying behavior.
This document summarizes a research study that examined the influence of brand knowledge and brand relationship on purchase decisions through brand attachment. The study developed a conceptual model and used structural equation modeling to test relationships between variables. Key findings included:
1) Brand awareness positively influences brand image, and brand image positively influences current purchases.
2) Brand knowledge affects future purchases indirectly through variables like brand satisfaction, brand trust, and brand attachment.
3) Brand satisfaction and brand trust positively influence brand attachment. Brand attachment then positively influences both current and future purchases.
4) The overall structural model fit the data well, providing support for most of the hypothesized relationships between variables in the study.
This document discusses the effects of advertising on brands and consumer durable products. It provides background on marketing and advertising, defining advertising as a paid form of non-personal mass media promotion to communicate with large groups. Advertising can be product-oriented or institutional. The document examines how advertising positively impacts brand awareness but has no significant effect on perceived quality. It aims to analyze the relationship between advertising, brand perception, and product sales, hypothesizing that advertising helps create brand image and guides consumer decisions based more on brand than price.
Effect of Brand Awareness, Brand Association, Perceived Quality and Brand Loy...IJAEMSJORNAL
This document summarizes a research study that analyzed the effect of brand equity variables (brand awareness, brand association, perceived quality, and brand loyalty) on purchasing decisions of consumers of ACE Hardware Indonesia. The study found that while the brand equity variables as a whole had a significant effect, some variables had no significant individual effect. Brand awareness and brand association were found to have no significant individual effect, while perceived quality and brand loyalty did have a significant individual effect on purchasing decisions. The document provides background on brand equity, the variables studied, and reviews several other similar studies and their mixed findings.
The purpose of this study is to analyze effect of brand image and product quality on the iPhone
smartphone purchase decision with lifestyle as intervening variables. The research technique used quantitative,
data collection uses a questionnaire method and the sample in this study amounted to 100 people with
purposive sampling
Impact of social branding on purchase intention: An empirical study of social...Sparkles Soft
Impact of social branding on purchase intention: An empirical study of social media websites.
Writer
Jahanzeb Khan
SPARKLES SOFT
www.sparklessoft.com
MobileWhatsApp/Viber: 00923004604250
00923124604250
Skype sparkles.soft
Vonage/Viber 00923004604250
thesis help, uk dissertation help, custom thesis writing in uk, uk mba thesis,
This document presents a research paper on components of brand credibility that drive consumer loyalty in the garment industry. The paper aims to identify key determinants and consequences of brand credibility specifically for the garment industry. A literature review is presented on topics like word-of-mouth, customer satisfaction, brand, brand value, brand innovativeness, and their relationship to brand credibility and consumer loyalty. The paper describes the research methodology used, including a sample survey of 100 customers of major garment showrooms. Preliminary results indicate that Reliance Trends is the most top-of-mind brand for respondents when thinking of clothes.
This document summarizes research on the impact of brand preference on consumers in the UK. It discusses how brand preference reveals consumer attributes and influences purchase decisions. Traditional models of brand preference are uni-dimensional and focus on rational attributes, while newer concepts consider irrational attributes and the role of brand experiences in shaping preferences. The document also examines factors that influence brand preference like awareness, familiarity and pioneering brands having long-term advantages in the UK market. Local brands are more flexible than international brands in adapting to local needs.
Utilization of “Word of Mouth” based on Unique Selling Point on Beauty Produc...AJHSSR Journal
ABSTRACT: The use of social media in this era is not just in the realm of long-distance communication or
virtual interaction, but also in the area of business people. With the rise of social media, a new career area has
emerged, known as Key Opinion Leader (KOL) or Social Media Influencer, in which individuals with a large
number of followers may have a significant impact on a company's promotional efforts. The way they promote
thebusiness is usually called as a Word of Mouth Marketing. This study aims to identify the characteristics that
promote good customer loyalty based on trust enhancement, which might be impacted by the use of KOLs and
Social Media Influencers especially in beauty industry. PT. Ardiya Dinara Indotrade, which has operated for
more than 5(years) will be the object of this research since this company has zero marketing cost in utilization of
KOL and Social Media Influencer. Based on these findings, researchers also will find out what can be developed
in the future of company sustainability to reach a higher growth. In addition, the study also be a consideration
for other business owner to follow and apply the result in their own business.
Keywords – Social Media, Unique Selling Point, Key Opinion Leaders, Beauty Industry, Word Of Mouth
The Influence of Green Tax Implementation and Social Responsibility Programs ...AJHSSR Journal
ABSTRACT : The issue of climate change related to carbon emissions has become an alarming global
phenomenon. The manufacturing sector contributes significantly to global greenhouse gas emissions. Therefore,
efforts to mitigate climate change through the implementation of green taxes and Social Responsibility
Programsare important for manufacturing industry. This research aims to analyze the effect of implementing
green tax and Social Responsibility Programs on environmentally sustainable development in manufacturing
industry. A quantitative approach is used with the research object of manufacturing industry listed on the
Indonesia Stock Exchange in 2020-2022. Analyzed using Partial Least Square (PLS) method. The research
results show that the implementation of green tax has a significant effect on environmentally sustainable
development, while Social Responsibility Programsdo not have a significant effect. These findings indicate that
green tax policies are effective in encouraging companies to switch to more environmentally friendly business
practices, but Social Responsibility Programshave not been fully integrated with environmental sustainability
efforts. This research contributes to the literature related to fiscal policy instruments and corporate social
responsibility practices in supporting environmentally sound sustainable development in the manufacturing
sector.
KEYWORDS: Green tax; Social responsibility; Environmentally sustainable development; Manufacturing
industry
Creating Immersive Language Learning Environments for Young LearnersAJHSSR Journal
ABSTRACT: Creating immersive language learning environments for young learners in English as a Foreign
Language (EFL) contexts has been a topic of considerable interest and debate among educators. Despite
numerous constraints such as time, curriculum, and stakeholder expectations, it is feasible to develop effective
immersive environments. This paper explores the concept of immersion language learning, tracing its historical
development and highlighting its benefits, particularly for young learners. It discusses the distinctions between
total, partial, and dual-immersion programs, emphasizing the critical role of using the target language as the
medium of instruction. Furthermore, it examines the cognitive and academic advantages documented in seminal
immersion programs like Saint-Lambert and Coral Way. By synthesizing research and offering practical
strategies for EFL settings, this paper underscores the importance of teacher commitment, the selection of
appropriate materials, and the adoption of Content and Language Integrated Learning (CLIL) principles.
Ultimately, the findings affirm that immersive environments significantly enhance language proficiency,
cognitive flexibility, and academic achievement, advocating for their broader implementation in EFL
classrooms.
KEYWORDS : CLIL, EFL, immersion, young learners
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This document discusses the role of social media in public relations and its impact on brand involvement and commitment. It reviews literature that found social media significantly impacts public relations, how organizations engage with customers, and consumer purchasing behavior. The study aimed to analyze the relationship between social media, consumer behavior, and brand commitment in Pakistan. A questionnaire survey found most respondents agreed social media is an important channel for organizations to communicate, advertise, and build relationships with customers.
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The Impact of Social Media Marketing Activities on Consumer Purchase Intentio...ijtsrd
This document summarizes a research study that examined the impact of social media marketing activities on consumer purchase intention, specifically looking at Facebook live streaming. The study found that all social media marketing activity variables, including perceived trust, electronic word of mouth, entertainment, and interactivity, had a significant impact on purchase intention. Perceived trust was found to be the best predictor of purchase intention, followed by electronic word of mouth, entertainment, and interactivity. The findings suggest that while live streaming provides engagement through entertainment and interactivity, trust and word-of-mouth are the top influencing factors for consumer purchase intention.
Literature Review: A Comprehensive Exploration of Key ThemesDolehKhan
Description: Delve into this literature review document, where critical themes are meticulously examined and synthesized. This comprehensive resource provides a thorough overview of existing research, offering insights and perspectives that contribute to a deeper understanding of the subject matter.
To cater to consumers’ lifestyles and generate more demand, brand retailers often use idols to
promote products. This paper empirically studies the trust mechanism of opinion leaders in word-of-mouth
marketing. The result shows that based on previous trust, the internal and external trust can both influence the
emotional and cognitive trust. Our study implies opinion leaders to build trust in emotional and cognitive
DMA Final Updated - DC SlideShare Version.docxDanaCatapano1
The document discusses trends in user generated content (UGC) and its impact on business. It provides examples of how clothing companies and cosmetic brands like Target and Lush utilize UGC by encouraging customers to post photos on social media tagged with the brand. The document also discusses how UGC can increase engagement, awareness and conversions. While UGC provides marketing benefits, it also has some risks if not managed properly. Overall, the use of authentic UGC is expected to continue growing as a marketing technique.
The Impact of Packaging Design to Purchase Behavior through Brand Trustinventionjournals
This study was conducted to identify the importance of packaging design in influencing the purchasing behavior at the same time identifying the mediating role of trust in the brand packaging design relationship with purchasing behavior. This study uses a survey approach to data collection and use of data analysis techniques Covariance-Based Structural Equation Modelling (CBSEM). This study was conducted on 100 housewives spread in Sidoarjo, Krian and Surabaya. This study proves that packaging design has positive and significant influence on purchasing behavior and brand trust and prove that trust the brand also has a positive and significant impact on buying behavior.
This document summarizes a research study that examined the influence of brand knowledge and brand relationship on purchase decisions through brand attachment. The study developed a conceptual model and used structural equation modeling to test relationships between variables. Key findings included:
1) Brand awareness positively influences brand image, and brand image positively influences current purchases.
2) Brand knowledge affects future purchases indirectly through variables like brand satisfaction, brand trust, and brand attachment.
3) Brand satisfaction and brand trust positively influence brand attachment. Brand attachment then positively influences both current and future purchases.
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This document discusses the effects of advertising on brands and consumer durable products. It provides background on marketing and advertising, defining advertising as a paid form of non-personal mass media promotion to communicate with large groups. Advertising can be product-oriented or institutional. The document examines how advertising positively impacts brand awareness but has no significant effect on perceived quality. It aims to analyze the relationship between advertising, brand perception, and product sales, hypothesizing that advertising helps create brand image and guides consumer decisions based more on brand than price.
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The purpose of this study is to analyze effect of brand image and product quality on the iPhone
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Impact of social branding on purchase intention: An empirical study of social...Sparkles Soft
Impact of social branding on purchase intention: An empirical study of social media websites.
Writer
Jahanzeb Khan
SPARKLES SOFT
www.sparklessoft.com
MobileWhatsApp/Viber: 00923004604250
00923124604250
Skype sparkles.soft
Vonage/Viber 00923004604250
thesis help, uk dissertation help, custom thesis writing in uk, uk mba thesis,
This document presents a research paper on components of brand credibility that drive consumer loyalty in the garment industry. The paper aims to identify key determinants and consequences of brand credibility specifically for the garment industry. A literature review is presented on topics like word-of-mouth, customer satisfaction, brand, brand value, brand innovativeness, and their relationship to brand credibility and consumer loyalty. The paper describes the research methodology used, including a sample survey of 100 customers of major garment showrooms. Preliminary results indicate that Reliance Trends is the most top-of-mind brand for respondents when thinking of clothes.
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ABSTRACT: The use of social media in this era is not just in the realm of long-distance communication or
virtual interaction, but also in the area of business people. With the rise of social media, a new career area has
emerged, known as Key Opinion Leader (KOL) or Social Media Influencer, in which individuals with a large
number of followers may have a significant impact on a company's promotional efforts. The way they promote
thebusiness is usually called as a Word of Mouth Marketing. This study aims to identify the characteristics that
promote good customer loyalty based on trust enhancement, which might be impacted by the use of KOLs and
Social Media Influencers especially in beauty industry. PT. Ardiya Dinara Indotrade, which has operated for
more than 5(years) will be the object of this research since this company has zero marketing cost in utilization of
KOL and Social Media Influencer. Based on these findings, researchers also will find out what can be developed
in the future of company sustainability to reach a higher growth. In addition, the study also be a consideration
for other business owner to follow and apply the result in their own business.
Keywords – Social Media, Unique Selling Point, Key Opinion Leaders, Beauty Industry, Word Of Mouth
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ABSTRACT : The issue of climate change related to carbon emissions has become an alarming global
phenomenon. The manufacturing sector contributes significantly to global greenhouse gas emissions. Therefore,
efforts to mitigate climate change through the implementation of green taxes and Social Responsibility
Programsare important for manufacturing industry. This research aims to analyze the effect of implementing
green tax and Social Responsibility Programs on environmentally sustainable development in manufacturing
industry. A quantitative approach is used with the research object of manufacturing industry listed on the
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results show that the implementation of green tax has a significant effect on environmentally sustainable
development, while Social Responsibility Programsdo not have a significant effect. These findings indicate that
green tax policies are effective in encouraging companies to switch to more environmentally friendly business
practices, but Social Responsibility Programshave not been fully integrated with environmental sustainability
efforts. This research contributes to the literature related to fiscal policy instruments and corporate social
responsibility practices in supporting environmentally sound sustainable development in the manufacturing
sector.
KEYWORDS: Green tax; Social responsibility; Environmentally sustainable development; Manufacturing
industry
Creating Immersive Language Learning Environments for Young LearnersAJHSSR Journal
ABSTRACT: Creating immersive language learning environments for young learners in English as a Foreign
Language (EFL) contexts has been a topic of considerable interest and debate among educators. Despite
numerous constraints such as time, curriculum, and stakeholder expectations, it is feasible to develop effective
immersive environments. This paper explores the concept of immersion language learning, tracing its historical
development and highlighting its benefits, particularly for young learners. It discusses the distinctions between
total, partial, and dual-immersion programs, emphasizing the critical role of using the target language as the
medium of instruction. Furthermore, it examines the cognitive and academic advantages documented in seminal
immersion programs like Saint-Lambert and Coral Way. By synthesizing research and offering practical
strategies for EFL settings, this paper underscores the importance of teacher commitment, the selection of
appropriate materials, and the adoption of Content and Language Integrated Learning (CLIL) principles.
Ultimately, the findings affirm that immersive environments significantly enhance language proficiency,
cognitive flexibility, and academic achievement, advocating for their broader implementation in EFL
classrooms.
KEYWORDS : CLIL, EFL, immersion, young learners
Study of Road Patterns and Space Formation in Settlement Areas on the Edge of...AJHSSR Journal
ABSTRACT: This research aims to find developments in road patterns from 2008 to 2024 and explain the
influence of road patterns on the formation of settlements on the edge of Lake Laut Tawar. This research uses a
quantitative descriptive approach and diachronic reading analysis techniques. This research uses overlapping
maps (superimpose), surveys, and interviews. The results of this research are to find factors that influence the
formation of settlements on the edge of Lake Laut Tawar, including the flat topographic conditions. Demographics
continue to increase in the population of the study location. The social culture at the study location is that the
residents who live on the edges of Lake Laut Tawar are residents who have family relationships. Distribution of
space designations that change function from agricultural land to residential land. Land values vary on the edges
of Lake Laut Tawar according to their zones.
KEYWORDS : Road Pattern, Lake Edge, Laut Tawar Lake
HAPIS AT KATANUNGAN, PANGUNGULILA NG MGA NAIWAN: SIPAT-SURI SA MAIKLING KUWEN...AJHSSR Journal
ABSTRAK: Ang pagpapatiwakal o sariling pagtapos ng buhay ay isang malubhang dilema na madalas na
kinahaharap ng isang taong nakararanas ng malalim na hirap at kalungkutan. Ang isa sa mga dahilan ng
pagpapatiwakal ay ang pagtingin dito bilang isang paraan ng pagtakas mula sa mga suliranin at hamon ng buhay.
Ang pagsusuri sa maikling kuwentong "Bahay sa Dilim" ni Alfredo Enriquez ay isang uri ng kwalitatibong
pananaliksik na gumamit ng pagsusuring pangnilalaman upang maabot ang layunin nito na tukuyin at
maipaliwanag ang mga isyu ng dilema at desisyon sa pagpapatiwakal, pagmamahal sa pamilya, at pangungulila
at pagsisisi. Sa paggamit ng mga teoryang pampanitikan tulad ng eksistensyalismo at romantisismo bilang mga
gabay, ninais ng mga mananaliksik na magbigay-liwanag at solusyon sa mga isyu ng pagpapatiwakal. Ito ay
magiging patnubay sa pagpapalawak ng kaalaman tungkol sa mga suliranin at karanasan ng mga pamilyang
Pilipino, pati na rin sa mga laban na hinaharap ng isang tao na nakararanas ng isang dilema. Sa dulo, hinahamon
ng pag-aaral na ito na gamitin pa ang iba't ibang uri ng panitikan na mas naglalarawan ng tunay na karanasan at
realidad ng buhay.
KEYWORDS : pagpapatiwakal, dilema, kalungkutan, buhay, pangungulila
Risk Tolerance as A Moderation of Financial Literacy and Lifestyle on Old Age...AJHSSR Journal
ABSTRACT:Old age financial planning must consider various factors, such as retirement age, estimated
monthly expenses in retirement, life expectancy, current and projected income until retirement which determines
the ability to save, assets and investments already owned, and the impact of inflation on future purchasing
power. Future, as well as the level of investment return. This research is causal associative research, this
research uses a quantitative approach. The population used in this research were employees within the Rectorate
of the University of Mataram, 67 Civil Servants. The saturated sampling method or total sampling is a sampling
technique in which all members of the population are used as samples. In this questionnaire, respondents'
answers were measured using a 6-point Likert scale: with ratings of 1 (strongly disagree), 2 (disagree), 3
(somewhat disagree), 4 (somewhat agree), 5 (agree), 6 (strongly agree). The Partial Least Square-Structural
Equation Model (PLS-SEM) with smart PLS 3.0 software was used to analyze the research data. The study's
findings indicate that financial literacy is found to have a positive and significant impact on old-age financial
planning among Rectorate employees at the University of Mataram. This indicates that as financial literacy
levels increase, so do activities relate to planning for retirement. Conversely, lifestyle does not exhibit a
significant influence on old-age financial planning for these employees. Furthermore, the interaction between
financial literacy and risk tolerance weakens the effect of financial literacy on retirement financial planning,
implying that higher risk tolerance diminishes the impact of financial literacy on planning for retirement.
However, risk tolerance does not moderate the influence of lifestyle on old-age financial planning, indicating
that the interaction between lifestyle and risk tolerance does not significantly affect retirement financial
planning for Rectorate employees at Mataram University.
KEYWORDS :Risk Tolerance, Financial Literacy, Lifestyle, Old Age Financial Planning
THE INFLUENCE OF APPLICATION FEATURES AND SECURITY THROUGH TRUST ON BRImo CUS...AJHSSR Journal
ABSTRACT : This research objective is to determine the influence of application features and security
through trust on BRImo customer loyalty in Banyuwangi. This research used the Explanatory Research type.
The population used in this research is all customers who use the BRImo application as of the end of December
2022 at the BRI Banyuwangi office, totaling 89,333 customers. The sampling technique in this research used a
multistage random sampling technique (multi stage sampling). In this study, the criteria used were customers
who happened to use the BRImo application and were financially registered, totaling 100 respondents. The data
analysis method used Structural Equation Modeling (SEM) with the SmaprtPLS application. The research
results showed that Application Features influence BRIMo Trust in Banyuwangi Regency. Security influenced
BRIMo's trust in Banyuwangi Regency. Application features influenced BRIMo customer loyalty in
Banyuwangi Regency. Security influenced BRIMo Customer Loyalty in Banyuwangi Regency. Trust influenced
BRIMo Customer Loyalty in Banyuwangi Regency. Trust mediated the influence of Application Features on
BRIMo Customer Loyalty in Banyuwangi Regency. Trust mediated the influence of Security on BRIMo
Customer Loyalty in Banyuwangi Regency.
KEYWORDS : Application feature, security, trust, loyalty
On Storytelling & Magic Realism in Rushdie’s Midnight’s Children, Shame, and ...AJHSSR Journal
ABSTRACT: Salman Rushdie’s novels are humorous books about serious times. His cosmopolitanism and
hybrid identity allowed him access to multiple cultures, religions, languages, dialects, and various modes of
writing. His style is often classified as magic realism, blending the imaginary with the real. He draws
inspiration from both English literature and Indian classical sources. Throughout his works, there is a lineage of
‘bastards of history’, a carnival of shameful characters scrolling all along his works. Rushdie intertwines fiction
with reality, incorporating intertextual references to Western literature in his texts, and frequently employing
mythology to explore history. This paper focuses on Rushdie’s three novels: Midnight’s Children, Shame, and
Haroun and the Sea of Stories, analyzing his postmodern storytelling techniques that aim to explore human
vices and follies while offering socio-political criticism.
KEYWORDS : Magic Realism, Rushdie, Satire, Storytelling, Transfictional Identities
CYBER SECURITY ENHANCEMENT IN NIGERIA. A CASE STUDY OF SIX STATES IN THE NORT...AJHSSR Journal
ABSTRACT: Security plays an important role in human life and endeavors. Securing information and
disseminating are critical challenges in the present day. This study aimed at identifying innovative technologies
that aid cybercrimes and can constitute threats to cybersecurity in North Central (Middle Belt) Nigeria covering
its six States and the FCT Abuja. A survey research design was adopted. The researchers employed the use of
Google form in administering the structured questionnaire. The instruments were faced validated by one expert
each from ICT and security. Cronbach Alpha reliability Coefficient was employed and achieved 0.83 level of
coefficient. The population of the study was 200, comprising 100 undergraduate students from computer science
and Computer/Robotics Education, 80 ICT instructors, technologists and lecturers in the University and
Technical Colleges in the Middle Belt Nigeria using innovative technologies for their daily jobs and 20 officers
of the crime agency such as: Independent Corrupt Practices Commission (ICPC) andEconomic and Financial
Crimes Commission (EFCC). Three research purposes and questions as well as the hypothesis guided the study
on Five (5) point Likert scale. Data collected were analyzed using mean and standard deviation for the three
research questions while three hypotheses were tested using t-test at 0.05 level of significance. Major findings
revealed that serious steps are needed to better secure the cybers against cybercrimes. Motivation, types, threats
and strategies for the prevention of cybercrimes were identified. The study recommends that government,
organizations and individuals should place emphasis on moral development, regular training of its employees,
regular update of software, use strong password, back up data and information, produce strong cybersecurity
policy, install antivirus soft and security surveillance (CCTV) in offices in order to safeguard its employees and
properties from being hacked and vandalized.
KEYWORDS: Cybersecurity, cybercrime, cyberattack, cybercriminal, computer virus, Virtual Private Networks
(VPN).
TACKLING ILLEGAL LOGGING: PROBLEMS AND CHALLENGESAJHSSR Journal
ABSTRACT: Illegal logging poses significant environmental, economic, and social challenges worldwide. This
research explores the problems associated with illegal logging in the present and future, shedding light on the
multifaceted nature of this issue and the accompanying challenges faced by governments, organizations, and
communities. The study employs a comprehensive literature review to analyze the current state of illegal
logging, its causes, and its consequences. It examines the environmental impact of deforestation, including
biodiversity loss, habitat degradation, and climate change. The researchers identify the challenges faced in
combating illegal logging in the present and anticipate future obstacles. It considers illegal logging networks'
complex and elusive nature, the limited enforcement capacity, and the need for international cooperation and
coordination. The study also examines the adoption and effectiveness of policies, regulations, and technological
advancements in curbing illegal logging practices in Davao City.
Keywords -Problems and Challenges, Cultural Disruptions, Anticipate future problems.
Towards Developing Students’ Soft Skills: The Case of ENSAM StudentsAJHSSR Journal
ABSTRACT: Building students’ soft skills has started to gain ground within the realm of higher education in
Morocco. However, the development of these skills requires a real-life context which simplifies their learning.
In this regard, the present study is mainly conducted to investigate the effect of the out-group collaborative
learning method on the development of students’ soft skills. Data for the study comes from 20 semester two
students at “Ecole Nationale Superieure d'Arts et Metiers” (ENSAM), Moulay Ismail University, Meknes, by
implementing a one-group pretest-posttest research design. The qualitative and quantitative findings confirm
that there is a statistically significant difference between the pretest and posttest results. Therefore, the adopted
treatment, the out-group collaborative learning method, has improved students’ communication, adaptability and
presentation delivery skills. The findings of this study can be useful for future studies and give language
teachers insights into the importance of using the out-group collaborative learning method in their teaching of
the soft skills.
KEYWORDS : collaborative learning, soft-skills, out-group collaborative learning method
STUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISMAJHSSR Journal
ABSTRACT: Huzhou has rich tourism resources, as early as a considerable development since the reform and
opening up, especially in recent years, Huzhou tourism has ushered in a new period of development
opportunities. At present, Huzhou tourism has become one of the most characteristic tourist cities on the East
China tourism line. With the development of Huzhou City, the tourism industry has been further improved, and
the tourism degree of the whole city has further increased the transformation and upgrading of the tourism
industry. However, the development of tourism in Huzhou City still lags far behind the tourism development of
major cities in East China. This round of research mainly analyzes the current development of tourism in
Huzhou City, on the basis of analyzing the specific situation, pointed out that the current development of
Huzhou tourism problems, and then analyzes these problems one by one, and put forward some specific
solutions, so as to promote the further rapid development of tourism in Huzhou City.
KEYWORDS:Huzhou; Travel; Development
Enhancing Losari Beach Exploration: Augmented Reality for Immersive Visualiza...AJHSSR Journal
ABSTRACT: South Sulawesi, commonly known as Makassar, boasts rich cultural heritage and customs,
making it a prominent destination for tourism. Among its attractions, Losari beach stands out as a focal point for
visitors seeking to explore the city's natural beauty and cultural offerings. In this context, leveraging modern
technology such as augmented reality presents an innovative approach to showcasing Losari beach to potential
tourists. This research endeavors to introduce tourism assets in a more visually captivating manner through the
use of augmented reality. Utilizing software tools like Unity and Adobe Illustrator, the study focuses on creating
an immersive experience where tourists can interact with virtual representations of Losari beach. By simply
pointing their mobile phone cameras at designated markers or using barcode scanners, tourists can access
augmented reality features embedded within the application. The findings of this research aim to provide
valuable information, particularly for foreign tourists, about Losari beach, positioning it as a compelling
destination within South Sulawesi's diverse array of tourist attractions. Through this technological innovation,
the study seeks to enhance the visibility and appeal of Makassar city's tourism offerings on a global scale.
KEYWORDS: Visualizing, Losari Beach, Augmented Reality
DEVELOPMENT STATUS AND COUNTERMEASURES OF TMALL DURING THE COVID-19 EPIDEMICAJHSSR Journal
ABSTRACT:China's e-commerce enterprises have developed rapidly, among which Tmall has become one of
the largest retail shopping websites in China.But in the past year, the Covid-19 epidemic has brought a huge
impact to Chinese e-commerce enterprises, and Tmall is no exception.Therefore, the development status of
Tmall in the new crown epidemic situation was analyzed, and the viewpoint was put forward :Tmall1 stabilized
the situation in the face of the epidemic situation and made a very correct countermeasures.The influence of this
epidemic on Tmall was deeply analyzed, and the conclusion was made: the new crown epidemic is both a
challenge and an opportunity forTmall.
KEYWORDS:Tmall; COVID - 19 outbreak ; The electronic commerce
Factors affecting undergraduate students’ motivation at a university in Tra VinhAJHSSR Journal
ABSTRACT: Motivation plays an important role in foreign language learning process. This study aimed to
investigate student’s motivation patterns towards English language learning at a University in Tra Vinh, and factors
affecting their motivation change toward English language learning of non-English-major students in the semester.
The researcher used semi-structured interview at the first phase of choosing the participants and writing reflection
through the instrument called “My English Learning Motivation History” adapted from Sawyer (2007) to collect
qualitative data within 15 weeks. The participants consisted of nine first year non-English-major students who learning
General English at pre-intermediate level. They were chosen and divided into three groups of three members each
(high motivation group; average motivation group; and low motivation group). The results of the present study
identified six visual motivation patterns of three groups of students with different motivation fluctuation, through the
use of cluster analysis. The study also indicated a diversity of factors affecting students’ motivation involving internal
factors as influencing factors (cognitive, psychology, and emotion) and external factors as social factors (instructor,
peers, family, and learning environment) during English language learning in a period of 15 weeks. The findings of
the study helped teacher understand relationship of motivation change and its influential factors. Furthermore, the
findings also inspired next research about motivation development in learning English process.
KEY WORDS: language learning motivation, motivation change, motivation patterns, influential factors, students’
motivation.
The Impact of Work Stress and Digital Literacy on Employee Performance at PT ...AJHSSR Journal
ABSTRACT :This research aims to analyze the correlation between employee work stress and digital literacy
with employee performance at PT Telkom Akses Area Cirebon, both concurrently and partially. Employing a
quantitative approach, the study's objectives are descriptive and causal, adopting a positivist paradigm with a
deductive approach to theory development and a survey research strategy. Findings reveal that work stress
negatively and significantly impacts employee performance, while digital literacy positively and significantly
affects it. Simultaneously, work stress and digital literacy have a positive and significant influence on employee
performance. It is anticipated that company management will devise workload management strategies to
alleviate work stress and assess the implementation of more efficient digital technology to enhance employee
performance.
KEYWORDS -digital literacy, employee performance,job stress, multiple regression analysis, workload
management
The Settlement of Construction Disputes Through Dispute Councils From the Per...AJHSSR Journal
ABSTRACT:This research differs from the practice of business activity in the construction services industry,
which may lead to construction disputes. The settlement of construction disputes is a consensus based on the
basic principle of debate. If the discussions between the parties do not reach an agreement, the parties may take
measures to resolve the dispute through the dispute council. Because the standard governing the disputes
committee was not fully regulated, they did not comply with the principle of legal certainty. Therefore, further
research was needed to establish a theoretical basis for regulating the disputes committee in settling construction
disputes. This research is a standard legal research using a legal regulatory, conceptual, and comparative
approach. The research results show that the ideal concept of resolving construction disputes through a dispute
council based on the value of legal certainty is to establish that the position of the dispute council is a special
court that has the authority to resolve construction disputes under construction services agreements. To realize
the position of the Court of Disputation as a special court, it must be based on the creation of philosophical
values, the creationof legislative regulations, and the creation of the institutional structure of the Court of
Disputation.
KEYWORDS-Construction Disputes, Dispute Council, Special Court
VALUES OF ORAL LITERATURE IN THE SOCIETY: A STUDY OF FOLKTALES OFOGBA IN RIVE...AJHSSR Journal
ABSTRACT : Oral literature is a creative work of art that portends high merit and has the creative use of
imagination in preliterate societies. It adopts the genres of literature: drama, prose and poetry in the oral milieu,
using performance as its hallmark. It thrives on the use of oral data because of its orality. This paper focuses on
the moral values or oral literature in the society using Ogba as a spring board. The study was carried out in
communities ofOgba. The population of the study consists of ten towns and village, in Ogba. The theoretical
framework used is Dell Hyme’s ethno-poetics because the works of oral literature relate to the society. This
paper concludes that oral literature serves to against all odds; communicate ideas, emotions, beliefs and
appreciation of life. The folktales in Ogba for instance, serve similar purpose through their
rendition/performance. Through the stories, the younger generation in Ogba society is familiarised with the
customs, traditions, and rituals prevalent in the society. This paper therefore recommends the use of oral
literature in all its genres to inculcate moral values and lessons to the teenagers and youths. Against this
background, Ogba (African) themselves must cease to regard oral literature as primitive and fetish.
KEYWORDS: Values, Oral Literature, Society, Ogba, Folktales
Pormalistikong Pagdalumat sa mga Tula ni Ron CanimoAJHSSR Journal
ABSTRACT: Nilayon ng pag-aaral na ito na masuri ang dalawampung (20) tula ni Ron Canimo gamit ang
pormalistikong dulog batay sa mga sumusunod na elemento: (a) Sukat at Tugma, (b) Talinghaga at
Simbolismo, (c) Imahen, (d) Tema, at (e) Diksiyon. Layunin din nitong mataya ang antas ng pagtanggap ng
ginawang pagsusuri gamit ang nabuong instrumento sa pagtataya nito. Sinunod dito ang Input-Process-Output
na balangkas ng pag-aaral at ginamitan ng kwantitatib-deskriptib-ebalwatib na pamamaraan. Sa pamamagitan
ng talatanungang ibinatay sa ginamit ni Morales (2014) na naimodipika ayon sa kahingian ng kasalukuyang
pag-aaral, tatlong (3) gurong eksperto ang nagsilbing tagataya dito na siyang tumiyak sa kahusayan ng nabuong
pagsusuri ng mananaliksik. Gamit ang Content Analysis, natuklasan na makabagong pamamaraan ang istilo na
ginamit ni Ron Canimo sa pagsulat ng mga tula. Lahat ng kanyang mga tula ay walang sinusunod na sukat at
tugma, may iba‟t ibang tayutay at simbolismong ginamit, magkaibang pandama ang pinagana dahil sa mga
imahe at paglalarawang ginawa, iba‟t ibang uri ng pag-ibig ang tinalakay at gumamit ng pormal, impormal o
kumbersasyonal na wika at makabagong istilo sa pagsulat ng tula. Gamit ang mean at standard deviation,
lumabas na “Mataas” ang antas ng pagtanggap sa kabuuan ng mga gurong eksperto na tumaya sa nabuong
pagsusuri. Lumabas din na “Mataas” ang antas ng kanilang pagtanggap sa nabuong pagsusuri batay sa mga
sumusunod na elemento: (a) Sukat at Tugma, (b) Talinghaga at Simbolismo, (c) Imahen, (d) Tema, at (e)
Diksiyon. Mula sa natayang pagsusuri at kinalabasan ng antas ng pagtanggap dito, naitala ang mga paksa sa
Junior High School Filipino na maaaring lapatan at gamitan ng nabuong pagsusuri.
KEYWORDS: Kumbensyunal, Pagdalumat, Pormalistiko, Ron Canimo, Tula
SCHOOL CULTURE ADAPTATION AMONG INDIGENOUS PEOPLES COLLEGE STUDENTS AT A PRIV...AJHSSR Journal
ABSTRACT: This qualitative study investigates the adaption experiences of indigenous college students at the
University of Mindanao, Matina-main campus. Eight major themes emerged, including difficulties with language
proficiency, online learning, classroom interaction, examination systems, grading procedures, school regulations,
resource accessibility, coping mechanisms, and future goals. Implications include the requirement for targeted
language proficiency and technology use support, an understanding of adaption processes, interventions to
improve resource accessibility, and equitable public administration policies. The study underlines the importance
of adaptation in various educational contexts, as well as the role of educators and legislators in creating inclusive
learning environments.
KEYWORDS: indigenous college students, adaptation, educational challenges, coping strategies
The effect of Institutional Ownership, Sales Growth and Profitability on Tax ...AJHSSR Journal
ABSTRACT: This research aims to test, analyze and obtain empirical evidence about the influence of
institutional ownership, sales growth and profitability on tax avoidance. The object of this research is
manufacturing companies in the consumer goods industry sector listed on the Indonesia Stock Exchange (BEI)
in 2018-2022. This research used quantitative research methods and causal research design. The sampling
technique in this research used non-probability sampling with purposive sampling as the basis for determining
the sample so that a sample of 55 samples was obtained. The data used is secondary data obtained from the
official website of the Indonesia Stock Exchange (BEI) during the 2018-2022 period. The data analysis method
used was multiple linear regression analysis with several tests such as descriptive statistical tests, classical
assumption tests, and hypothesis testing using SPSS version 26 statistical software. The results showed that the
institutional ownership variable has no effect on tax avoidance, while the sales growth and profitability has a
negative and significant effect on tax avoidance.
KEYWORDS: Institutional Ownership, Sales Growth, Profitability, Tax Avoidance
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The Effect of Content Marketing and Brand Image on Purchase Decisions with Trust as an Intervening Variable
1. American Journal of Humanities and Social Sciences Research (AJHSSR) 2023
A J H S S R J o u r n a l P a g e | 201
American Journal of Humanities and Social Sciences Research (AJHSSR)
e-ISSN : 2378-703X
Volume-07, Issue-07, pp-201-210
www.ajhssr.com
Research Paper Open Access
The Effect of Content Marketing and Brand Image on Purchase
Decisions with Trust as an Intervening Variable
Sutrisno Wibowo1
, Fina Tama2
1
Faculty of Economics and Business, University of Muhammadiyah Yogyakarta, Indonesia
2
Faculty of Economics and Business, University of Muhammadiyah Yogyakarta, Indonesia
ABSTRACT: This study analyzes the effect of content marketing and brand image on purchasing decisions,
with trust as an intervening or mediating variable. The subject of this research is a study of TikTok users who
use Grace and Glow Body Wash with a sample size of 152 respondents using a purposive sampling technique
based on the criteria of consumers who have purchased at least once. The analytical method used is Structural
Equation Modeling (SEM) which is processed using the AMOS program.
KEYWORDS: Content Marketing. Brand Image, Trust, Purchase Decision.
I. INTRODUCTION
The development of the internet today provides a new understanding of marketing with modern and
evolving marketing. Online marketing by utilizing smartphones is one of the modern and contemporary forms
of marketing. McKinsey reports that almost 75% of people use smartphones to buy things online.
Business people are also starting to switch to marketing their products through the Tiktok platform. TikTok has
become one of the promotional media starting to be loved. By business people, from small businesses to well-
known businesses, to offer their products or services. With so many videos being produced and shared, it
makes it easier for businesses to reach a broader target market. Plus, TikTok users now dominate.
Business competition, especially in skin and beauty care, is starting to bloom, one of which is Grace and Glow
Body Wash. ce, and Glow is a new brand of beauty products established at the end of 2021. Grace and Glow
have several product variants, including body wash, body serum, shampoo, hair mist, and hair mask. By
focusing on developing online sales, Grace and Glow have achieved a turnover of 150 million/month
(Compas.co.id). According to Compas.co.id, Grace, and Glow is still a new brand but has become the top 3
best-selling products alongside the old products as of March 17-31, 2022, from compas.co.id.
From the explanation above, the purpose of this study is to analyze the influence of content marketing, brand
image, trust, and purchasing decisions with the title "The Influence of Content Marketing and Brand Image on
Purchase Decisions with Trust as Intervening Variables (Studies on TikTok Users and Using Grace and Glow
Body wash).
II. LITERATURE REVIEW & HYPOTHESIS
Content Marketing
According to Rebecca Lieb in her book, content marketing is a marketing strategy by producing content that
aims to provide persuasive information to targets (consumers) for their products. Persuasion is an invitation to
give reasons and good prospects to convince. This strategic marketing approach focuses on creating and
distributing valuable, relevant, consistent content to attract and retain a clearly defined audience and drive
profitable customer action. Websites, social network pages, blog uploads to videos, white papers, and e-books
(Pertiwi & Gusfa, 2018).
Content has two factors, namely as follows:
a. Design, information quality, design elements, style, and mood are aesthetic aspects.
b. Communication, product, fulfillment, price, promotion, and attributes are examples of marketing mix
components.
Brand Image
Brand image, according to (Kotler; Keller, 2009), is the consumer's perception of a brand as a reflection of the
associations that exist in the minds of consumers. Brand image is an association that appears in the minds of
consumers when remembering a particular brand. If there is no brand, consumers must evaluate all products
every time they purchase. In Sutra (2021), Kotler and Armstrong discuss the monetary price paid for products
exchanged for excess use.
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Nugroho (2019) brand image has three indicators, namely:
a. The strength of brand associations or strength of brand associations, namely active customers when
describing the meaning of information in a product, will create strong product associations. Novetiza &
Khasanah (2016) contend that marketing and presentation to a larger audience are necessary to enhance brand
image.
b. Research Pratama & Santoso (2018) states that a quality product will bring benefits and satisfy consumer
needs, attracting consumers to buy the product and bringing a good image because the company understands
consumer needs. The benefits of brand association or affordable brand association explain that the brand's
purpose is to meet their needs, which leads to a positive attitude towards the brand.
c. The distinctiveness of brand associations means that a brand has features that can differentiate it from
competing brands.
Trust
Trust is the customer's response to evaluating the discrepancy between expectations and the product's
performance in the wearer (Tjiptono, 2001). Companies are required to offer quality products and also have
added value in the current competition, it does not rule out the possibility that in developing a product,
businesses must have quality that supports them to occupy a good position in the market (Machfoedz, 2010) in
(Citra & Santoso, 2016) Consumers those who have confidence in certain brands are more confident in
deciding to buy, these internal factors greatly influence purchasing decisions (Maslichah, 2013) in (Citra &
Santoso, 2016). For consumers to be willing to make purchasing decisions, they must be able to create
consumer trust in a brand.
McKnight, Kacmar, and Choudry (Rozjiqin & Ridlawan, 2020) mention that trust has three indicators,
namely:
a. Benevolence marketing or sellers will provide services and information about products to bring consumers
confidence.
b. Integrity, namely when consumers expect product quality and meet the seller's expectations.
c. Ability (Competence), consumers will be satisfied with the products sold with good service and quality from
the seller.
Buying decision
Kotler Armstrong (2012) defines purchasing decisions as a decision process by consumers regarding what
brand to buy.
According to Kotler & Armstrong (2012), there are four indicators of purchasing decisions: a. Confidence to
buy
Before making a purchase decision, people will first research the product they intend to buy to feel confident.
b. Considerations in buying
Consumers will first consider the product to be purchased to follow their needs and desires for its benefits
before making a purchasing decision.
c. Recommend products
Some consumers will buy products suggested by others because they have received ratings from other
consumers before purchasing a product.
d. The need and desire for a product
Consumers will buy products based on their needs that are needed so that the value of the benefits of these
products will be helpful for consumers.
HYPOTHESIS DEVELOPMENT
The effect of content marketing on trust
Consumers will feel confident with goods that will facilitate and provide solutions to ease the achievement of
goals. In (Higgins and Scholer 2009) that companies prefer content marketing by creating content compared to
advertising because with created content, blind consumers can get more information about products and
knowledge and preferences for a product. According to a study (Holliman and Rowley 2014), content
marketing will encourage companies to think in a direction relevant to consumers to provide more value to
build trust.
Bimrew Sendekie Belay (2022), Lius (2021), and Santoso & Dwijayanti (2022) show that there is a positive
relationship between the quality of content marketing and trust.
H1: Content Marketing Has a Positive and Significant Influence on Trust
The effect of brand image on trust
Perceived brand image is a perception; buyers can assume or expect things that constitute an opinion about the
company without objective evidence. Buyers' perceptions of quality will affect purchase decisions and loyalty,
especially when buyers are not motivated or able to conduct detailed analyses (Walley et al., 2007).
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Faizal & Nurjanah (2019), Trust will be formed if marketers can maintain good relationships with consumers
and create and maintain emotional relationships with consumers. Based on previous research conducted by
Putri Ghaisani & Purbawati (2020) and Maramis et al. (2022) shows that there is a positive and significant
influence between brand image and trust.
H2: Brand Image Has a Positive and Significant Influence on Trust. The effect of content marketing on
purchasing decisions
(Puilizi 2014) content marketing is a form of content to shape, encourage and attract to engage and engage
audiences with worthwhile goals. Content marketing will influence consumers' decisions by providing relevant
content and generating trust. Research (Khoziyah & Lubis, 2021) and (Shadrina & Sulistyanto, 2022) states
that content marketing can influence purchasing decisions. Based on the research described above and also the
theory presented, the relationship between content marketing and purchasing decisions is as follows:
H3: Content Marketing Has a Positive and Significant Influence on Purchase Decisions
The effect of brand image on Purchase Decisions
Kotler and Keller (2016) explain that brand image is a reflection of the associations that exist in the minds of
consumers. A good brand image will increase trust, leading to purchasing decisions for someone. The
relationship from a brand image will be better if knowledge about a product can provide education and
become a benchmark for someone in purchasing decisions.
Research Nugroho (2021), Ustadriatul Mukarromah et al. (2022), and Maramis et al. (2022) that brand image
has a positive and significant effect on purchasing decisions.
Based on previous research, the relationship between brand image variables and purchasing decisions is as
follows:
H4: Brand Image Has a Positive and Significant Influence on Purchasing Decisions
The Influence of Trust on Purchasing Decisions
Competition According to (Ferrinadewi 2008: 148) that, trust is a crucial thing; where if there is good trust in
the minds of consumers for an item or product, it will also give a good impression, and it will encourage
repurchasing of a product because it already has trust and doesn't hesitate to buy.
Maramis et al. (2022) and Nugroho (2021) show trust significantly influences purchasing decisions.
H5: Trust has a positive and significant effect on purchasing decisions
The influence of content marketing on purchasing decisions with trust as mediation A lot of Content
Marketing will attract consumers by spreading or sending content that contains information, entertainment,
and solutions offered that will make changes and bring up new potential customers so that they can lead to
opportunities to generate profits for those in power without having to force the will of consumers and nothing
coercion from the company.
The results of research by Bimrew Sendekie Belay (2022) and Santoso & Dwijayanti (2022) show that content
marketing can increase credibility, as evidenced by the high number of views on advertising content
presentation included in content marketing.
H6: Content Marketing Influences Purchase Decisions Mediated by Trust. Influence of Brand Image on
Purchase Decisions with Trust as Mediation
According to Kotler and Armstrong (2012), four factors influence consumer purchasing behavior: cultural,
social, personal, and psychological. Psychological factors include motivation, perception, learning, beliefs, and
attitudes. Perception and trust are components of brand image and brand trust, respectively.
The research conducted by Karamang (2018), Putri Ghaisani & Purbawati (2020), and Nugroho (2021) stated
that brand image variables influence Brand Trust.
H7: Brand Image Influences Purchase Decisions Mediated by Trust
Figure 2
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III. METHODOLOGY & PROCEDURES
Research Objects and Subjects
The object of this research is Grace and Glow Body Wash, while the subjects are TikTok users and use Grace
and Glow Body Wash.
Types of Data and Types of Research
The type of data used in this research is primary data; the type of research is quantitative research.
Sampling technique
Sampling in this study used a nonprobability sampling technique using purposive sampling. Respondent
criteria selected in this study are:
1. Owns the TikTok platform
2. Have seen Grace and Glow Body Wash content on the TikTok platform
3. I have bought Grace and Glow Body Wash
4. The minimum age of the respondent is 17 years
Method of collecting data
In this study, the research method used was a survey method with a questionnaire technique which would
become a benchmark in this research data. In using the questionnaire technique, the researcher uses the scoring
method using a Likert scale rating.
Instrument Quality Test
Validity testing uses CFA (Confirmatory Factor Analysis). If the CFA value is less than 0.5, the statement in
this study can reveal the indicators measured by the questionnaire (Ghozali, 2017). Meanwhile, the reliability
test is a measurement aimed at measuring concepts and assessing a consumer's suitability (Sekaran & Bougie,
2017). Reliability testing uses CR (Construct Reliability), and if the CR value is less than 0.7, the respondents'
answers can be explained as consistent or stable (Ghozali, 2017).
Data analysis technique
The data analysis technique used in this study is SEM analysis using AMOS.
IV. RESULT ANALYSIS& DISCUSSION
Instrument Quality Test
Test the validity and reliability to check the quality of the questionnaire. The following table shows the results:
Table 1 Validity Test Results
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Table 2 : Reliability Test Results
Data Analysis and Hypothesis Testing
1. Analysis of SEM
Input Matrix and Model Estimation
1. Test Normality
Normality test by looking at the value (Critical Ratio) CR for kurtosis and skewness in the range -2.58 to 2.58.
If a CR value is more significant than the critical value, then the data distribution is univariately abnormal. The
results of the normality test in this study are as follows:
Table 3 : Normality test
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Based on table 3 shows that the normality test is univariate, mainly normally distributed, indicated by the many
values of cr for both kurtosis and skewness is still in the range of ± 2.58. However, some data are not normally
distributed for univariates. While the multivariate value is 9.647 and above 2.58, so the data is not generally
distributed in a multivariate manner. The data may not be standard because the data in this study are primary
data obtained directly from various respondents. Analysis of abnormal data can lead to biased interpretations
because the chi-square value of the analysis results tends to increase.
Assessing Goodness-of-Fit Criteria
Table 4 : Goodness-of-Fit
Hypothesis Testing and Discussion
In testing the hypothesis, the results of data analysis refer to the output of standardized weight
values. If the critical ratio (CR) is > 1.96 and the significance value is (α = 5%) or <0.05, then the
exogenous variable affects the endogenous variable. The following are the results of
hypothesis testing in this study:
Table5 : Hypothesis Test Results
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The Effect of Content Marketing on Trust
Based on the results of the H1 test stating that content marketing positively and significantly influences the
trust in Grace and Glow Body Wash, hypothesis 1 is accepted. The results of this study are in line with the
results of research from (Bimrew Sendekie Belay, 2022) (Santoso & Dwijayanti, 2022), which in his research
stated that there was a significant and positive effect of the Content Marketing variable on trust.
The findings show that Grace and Glow has an excellent content marketing approach for its product Grace and
Glow Body Wash because consumers believe that Grace and Glow Body Wash is a trustworthy product they
can use daily.
The Effect of Brand Image on Trust
According to the H2 test findings, H2 in this study is accepted because the brand image on trust significantly
affects consumers' decisions to buy Grace and Glow Body Wash. The results of this study align with the results
of research conducted by research (Ferinandewi, 2008: 150) (Faizal & Nurjanah, 2019), which shows positive
and significant results between brand image and trust.
This finding indicates that the higher a person's brand image towards Grace and Glow Body Wash products,
such as having good quality and a unique design, the higher his trust in Grace and Glow Body Wash products.
The brand image inspires trust in Grace and Glow Body Wash. Glow Body Wash.
The Influence of Content Marketing on Purchasing Decisions
Based on the results of the H3 test, content marketing has a positive and significant influence on the purchasing
decisions of Grace and Glow consumers, so hypothesis 3 is accepted. The results of this study align with
research conducted by (Yusuf et al., 2020) and (Khoziyah & Lubis, 2021), which stated that content marketing
variables had a significant and positive effect on purchasing decisions.
This fact shows that the marketing of Grace and Glow Body Wash content directly affects purchasing decisions
for Grace and Glow Body Wash products.
The Effect of Brand Image on Purchasing Decisions
Based on the H4 Brand Image test results, it positively and significantly affects purchasing decisions for Grace
and Glow Body Wash, so H4 in this study is accepted. The results of this study align with the results of
research conducted by (Karamang, 2018) and (Ustadriatul Mukarromah et al., 2022) that brand image has a
significant effect on purchasing decisions. Based on the results of testing this hypothesis, it turns out that the
brand image variable can influence purchasing decisions, meaning that the higher the brand image in the minds
of consumers, the higher the influence on the purchase decision of Grace and Glow—bath soap products.
The Effect of Trust on Purchasing Decisions
Based on the results of the H5 test, consumer trust in purchasing decisions does not significantly influence the
purchase decisions of Grace and Glow Body Wash consumers, so H5 in this study is rejected. The results align
with research (Bimrew Sendekie Belay, 2022), which states that trust has no positive or significant effect on
purchasing decisions. There are Body Washes that imitate Body Wash, Grace and Glow; because Body Wash
Grace and Glow are booming, sellers are looking for opportunities to imitate body washes and sell their
products. So some consumers buy Grace and Glow Body Wash and get counterfeit products.
In this study, trust does not directly affect purchasing decisions for Grace and Glow Body Wash products.
The Influence of Content Marketing on Purchasing Decisions with Trust as an Intervening Variable
Based on the results of the H6 test, this hypothesis is not supported because there is no relationship between
variables. Content marketing cannot mediate the purchasing decisions of Grace and Glow Body Wash
customers through trust as an intervening variable. According to research (Santoso & Dwijayanti, 2022), the
customer trust variable cannot mediate the relationship between content marketing and purchasing decisions,
which aligns with this hypothesis. These results indicate that the existing trust in Graceand Glow Body Wash
users has not been able to increase to the product purchase decision stage. In other words, consumer trust
cannot mediate the effect of content marketing on purchasing decisions, so it is better if marketing is done
directly through content marketing to consumers—purchase decisions without going through trust.
The Effect of Brand Image on Purchase Decision with Trust asIntervening Variables
Based on the results of the H7 test, brand image cannot mediate the purchasing decisions of Grace and Glow
Body Wash consumers through trust as an intervening variable, so this hypothesis is rejected because there is
no relationship between variables. This hypothesis aligns with research conducted by (Dharmayanti (2020),
where the consumer trust variable cannot mediate the relationship between brand image and purchasing
decisions. These results indicate that the trust embedded in Graceand Glow Body Wash consumers has
not been able to increase to the product purchase decision stage. In other words, trust cannot mediate the effect
of brand image on purchasing decisions, so marketing should be done directly through brand image on
purchasing decisions.
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V. CONCLUSION
Content Marketing and Brand Image positively and significantly affect the Trust of Grace and Glow of
BodyWash users. Content Marketing and Brand image have a positive and significant effect on purchasing
decisions for Grace and Glow Body Wash. Trust has no positive and significant effect on purchasing decisions
of Grace and Glow Body Wash users. Trust does not mediate the influence of Content Marketing and Brand
Image on purchasing decisions.
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https://doi.org/10.38035/JMPIS